Named after the Danish concept of hygge, which is pronounced hüga (hyoo-ga) and stands for “a quality of coziness and comfortable conviviality that engenders a feeling of contentment or well-being.” Hüga strives to bring people together outdoors to enjoy nature, friends and family throughout the year by warming our cores from the bottom up. The branding for hüga included: naming, logo design, product design, collateral, merchandise digital and website design, ad design, and video art direction. They can now be found in 15 states including the Giants owner’s suite at MetLife Stadium.